Svenska Företag I Världen; Ikea (Under En Undersökningsperiod)

5926 words - 24 pages

Bakgrund - Från tändstickor till miljonindustriDen grundande kraften i IKEA AB är Ingvar Kamprad från Småland, 1926 växte han upp på gården Elmtaryd i närheten av den lilla byn Agunnaryd. Redan som ung, visste Ingvar att han ville syssla med affärer. Han började med att cykla omkring och sälja tändstickor till grannar. Han kom på att han kunde köpa i stora partier mycket billigt från Stockholm och sälja dem i askar till ett mycket lågt pris, men ändå göra en bra vinst. Från tändstickor gick han över till att sälja fisk, juldekorationer, frön och senare ...view middle of the document...

1951 ges den första Ikea katalogen ut. Grundaren av IKEA såg möjligheten att bli en möbelförsäljare i stor skala. Snart tog han beslutet att sluta med alla de andra produkterna och helt fokusera på lågprismöbler. Det IKEA som vi känner till idag, hade fötts.1953 köpte Ingvar Kamprad en snickerifabrik i Älmhult, vilken byggdes om till möbelutställningshall och invigdes samma år. I sortimentet ingick bl.a. möbler från företag i trakten. Under tidigt 50-tal var IKEA sortimentet fokuserat på heminredningsprodukter. Öppningen av utställningen var betydelsefullt för utvecklingen av IKEA konceptet. För första gången kunde kunderna se och röra på möblerna innan de köpte dem. Detta kom som en lösning på ett problem. IKEA befann sig i ett priskrig med sin värste konkurrent och eftersom båda företagen sänkte sina priser, fanns det risk för kvaliteten. I och med att möbelutställningen öppnades, kunde IKEA presentera sina produkter i tre dimensioner; funktion, kvalitet och lågt pris. Och folk gjorde precis det som IKEA hade hoppats på: de valde klokt nog de produkter för vilka de fick mest valuta för pengarna.1955 börjar Ikea designa sina egna produkter. Det fanns flera skäl till att IKEA började designa sina egna produkter. Den verkliga anledningen till detta - förmodligen deras bästa drag någonsin - att vara ganska ironisk. Påtryckningar från deras konkurrenter bidrog till att leverantörerna bojkottade Ikea. Den här reaktionen på deras självklara succé fick dem att börja designa våra egna möbler och detta blev grunden till vår framtida tillväxt. Främst skulle detta leda till utvecklad design och förbättrad funktion till lägre priser. En tidig Ikea-medarbetare fick sedan en verklig snilleblixt. Han beslöt att bordsbenen skulle vara lösa för att kunna transportera varan i bilen och för att undvika transportskador. Från och med då började de tänka i banor av platta paket, vilket resulterade i ännu lägre priser för Ikeas kunder. Ett mönster hade börjat etablera sig på IKEA. Att vända problem till möjligheter.1958 Invigs det första IKEA varuhuset i Älmhult 6700 kvadratmeter med heminredningsprodukter. Vid den tiden var denna den största möbelutställningen i Skandinavien. Ikeas lågprisprofil irriterade den svenska möbelbranschen, och under 1950-talet kom Ikea att utsättas för leveransvägran från olika håll. En av Ikeas lösningar på problemet var att börja importera möbler. År 1963 öppnades ett Ikea-varuhus i Oslo och 1965 invigdes Ikea i...

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